Sash Fernando
Creative Director
As founding and creative director of Principle Design, I take pride in our purpose to design with principle. I’m a strong believer that great design cannot happen without passion, knowledge and persistence. I continue to be inspired my formative design experience working under Milton Glaser and Michael Beirut of Pentagram design who instilled in me a deep seeded value for designing with purpose. I established Principle Design to be able to practice and honour my value of quality design. Our decade long history has resulted in exposure to an array of clients ranging from local not for profits, to global corporations, as well community institutions in health and education and extensive experience within the creative industry. The diversity of our clients allows us to learn, innovate and engage with the complexity of such varied experiences that continue enrich our practice.
Emma Porter
Design Director
Thao Mai
Studio Coordinator
Bobby Haiqalsyah
Designer
Norman Barnett
Design Strategist
Daniel Edmonds
Financial Controller
Ruwani Fernando
Head of Studio